SheaMoisture's New Bond Repair Collection Celebrates Strength—In Strands & Community
The SheaMoisture Bond Repair Collection campaign. Photo courtesy of brand
The beauty of textured hair is in its versatility. From braids to locs to wash n' gos, our hair can be shaped into a variety of styles to suit our personality. But often that manipulation comes at a price, with our coils being the victim of breakage. Now, SheaMoisture has a remedy for that.
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SheaMoisture's Bond Repair Collection is the latest in the brand's extensive range, which features "Breakthrough Technology that repairs broken hair bonds and creates new bonds to strengthen hair from within, made specifically for type 3 and 4 hair." According to a press release, the new collection is "powered by our HydroPlex Technology, the system is scientifically proven to make hair 6x stronger with 84% less breakage (compared to non-conditioning shampoo) by repairing and rebuilding broken hair bonds, while our Amino Blend Complex simultaneously infuses a unique blend of fortifying amino acids into the hair that are lost during damage from heat, protective styles, and color, preventing the likelihood of future breakage. These benefits are powered by a new formulation, enriched with natural ingredients like Amla Oil and Fair-Trade Shea Butter, transforming your dry, damaged hair into strengthened strands from root to tip."
The SheaMoisture Bond Repair Collection campaign. Photo courtesy of brand
The Bond Repair collection features the following four-step system: Amla Oil Bond Repair Shampoo (SRP-$12.99), Amla Oil Bond Repair Conditioner (SRP-$12.99), Amla Oil Bond Repair Masque (SRP-$13.99), Amla Oil Bond Repair Leave-in Conditioner (SRP-$13.99). Other products in the collection include Amla Oil Bonding Oil (SRP-$13.99) which provides both heat protection and moisture, and the Minoxidil topical solution 2% for women (SRP-$24.99) that reactivates hair follicles to stimulate regrowth.
SheaMoisture's "Beauty That Bonds" event panel moderator & guests. (L-R): Blake Newby; Tiffany Yizar, Unilever Multicultural Director of R&D; Lacy Redway, celebrity hairstylist & SheaMoisture education partner; Dr. Ugonabo, Board-certified dermatologist and SheaMoisture Education Partner; Ursula Stephen, celebrity hairstylist and salon owner. Event photo by @dp.jolly
The brand celebrated the launch of the new collection with an event in New York City called "Beauty That Bonds", which brought together influencers, editors and hair enthusiasts alike. Along with special cocktails and small bites, the event featured interactive displays as well as a showcase of the products themselves where visitors could learn more about the ingredients. The event gave a sense of community, a feeling that many are trying to revive within the beauty industry and also something that SheaMoisture helps to amplify with its inclusive brand mantra.
The lessons continued with a panel moderated by Blake Newby that featured Ursula Stephen, celebrity hairstylist and salon owner, Lacy Redway, celebrity hairstylist & SheaMoisture education partner, Dr. Ugonabo, Board-certified dermatologist and SheaMoisture Education Partner, Tiffany Yizar, Unilever Multicultural Director of R&D. The women provided fun, relatable and science-based insights on both their personal haircare journey and why SheaMoisture's Bond Repair is an innovation in the natural hair community.
The new collection is now available at the following retailers: Target, Walmart, CVS and Amazon.
SheaMoisture's "Beauty That Bonds" event. Event photo by @dp.jolly
